Chapter Outline - University of San Diego

Chapter Outline - University of San Diego

CHAPTER 9 Web 2.0 and Social Networks Chapter Outline 1. 2. 3. 4.

5. Web 2.0 Fundamentals of Social Computing in Business Social Computing in Business: Shopping Social Computing in Business: Marketing Social Computing in Business: Customer Relationship Management

6. Social Computing in Business: Human Resource Management Learning Objectives 1. Describe six Web 2.0 tools and two major types of Web 2.0 sites. 2. Describe the benefits and risks of social commerce to companies.

3. Identify the methods used for shopping socially. 4. Discuss innovative ways to use social networking sites for advertising and market research. 5. Describe how social computing improves customer service. 6. Discuss different ways in which human resource managers make use of social computing. Chapter Opening Case:

Social Commerce Company Teespring Plans to Become a Platform Source: VLADGRIN/Shutterstock 9.1 Web 2.0 Underlying Technologies

Matthias Pahl/Age Fotostock America, Inc. Most Common Web 2.0 Memes Marek Uliasz/Age Fotostock America, Inc. 9.1 Web 2.0 (1 of 2)

Tagging Folksonomies Geotagging Really Simple Syndication (RSS) Blogs Microblogging

Geo-Tagging Adam Radosavljevic/Age Fotostock America, Inc. 9.1 Web 2.0 (2 of 2) Wikis Social Networking Web Sites Social Graph

Social Capital Enterprise Social Networks Mashups Crowdsourcing Blogs and Wikis Blogs, Blogging,

and the Blogosphere Panther Media/Age Fotostock America, Inc. Wikis used in business Figure 9.2 Google Maps (www.googlemaps.com) is a classic example of a mashup.

Crowdsourcing Web Sites Source: Scott Maxwell/ LuMaxArt/Shutterstock Aggregators Bloglines Digg

Simply hired Technorati Social Commerce Benefits to Customers Benefits to Businesses Social Commerce: Benefits to Customers

Better and faster vendor responses to complaints (on Twitter, Facebook, and YouTube) Customers can assist other customers (e.g., in online forums) Customers expectations can be met more fully and quickly Customers can easily search, link, chat, and buy

while staying on a social networks page Social Commerce: Benefits to Businesses (1 of 2) Can test new products and ideas quickly and inexpensively Learn a lot about their customers Identify problems quickly and alleviate

customer anger Learn about customers experiences via rapid feedback Increase sales when customers discuss products positively on social networking site Social Commerce: Benefits to Businesses (2 of 2)

Create more effective marketing campaigns and brand awareness Use low-cost user-generated content, for example, in marketing campaigns Obtain free advertising through viral marketing Identify and reward influential brand advocates Collaborative Consumption

Collaborative Consumption collaborative production, crowdfunding, peer-topeer lending and others Advantages: self-management, variety, flexibility, and positive environmental impact Disadvantages: Law and regulatory adjustments, resources and pay issues, employee benefits and protection,

Conducting Market Research Using Social Networks Using Facebook for Market Research Using Twitter for Market Research Using LinkedIn for Market Research Using Facebook for Market Research Obtain feedback from Facebook Fans

Test-market your messages Use Facebook for survey invitations Using Twitter for Market Research

Visit Twitter Search Monitor industry-specific keywords Review TweetStats Solicit information from customers & interact with them Using LinkedIn for Market Research

Post a question Solicit advice from a LinkedIn group 9.5 Social Computing in Business: Customer Relationship Management How Social Computing Improves Customer Service

9.6 Social Computing in Business: Human Resource Management Recruiting

Onboarding Employee Development Finding a Job

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